11 Responses

  1. sc'Que? at |

    I’m a bartender in central Pennsylvania, where mezcal is only slowly taking hold as a mere option, but every bar has tequila–usually the big-box brands like Patron, et.al. And it still shocks me every time I have an experienced margarita drinker not know what I’m talking about when I ask them if they prefer a silver, repo- or anejo. “Oh, I don’t know what that means.” (And good on them for admitting it: but the intellectual crowd we attract–because we’re adamantly not a sports-bar–are more than willing to own up to their lack of knowledge.) That said, their ignorance rubs me the wrong way.

    How can you be 50 years old, drink margaritas regularly and not know that tequila comes in 3 or 4 “levels” of aging? So I ask, “Do you want ‘bright and fruity’, ’round and vanilla’ or ‘deep and woodsy’?” And they stare like a deer in headlights.

    I’m 47 yrs-old, been drinking since I’m 21. I was a cocktail nerd before we were allowed to be cocktail nerds. But I knew the difference between silver, repo- and anejo by the time I was 25.

    Where am I going with this? I say that folks who keep their heads buried in the dirt will continue to do that. Because everybody seems to have had that “one time” with tequila (or mezcal… or gin) that set them back. Those people will never catch up because they live in FEAR. Every. Day.

    You can only educate the willing Initiates! And we can’t educate without a full spectrum of agave spirits that point to the Path.

    Living where I live, and managing the bar in an Asian establishment, we’re only going to be carrying a couple of mezcals. But the ones we have are dialed in to complement the kinds of cocktails that pair with sushi and Sichuan cuisine–nearly polar opposites, yes. For our situation, we stick to the dichotomy of “smoky or funky?”

    But with authentic taquerias finally opening up and giving the “restaurantes” a run for the money, I think mezcal could be poised to make a leap really soon here. And if it does, I’ll be right there slinging it…. HOPING MY BRAND REPS WILL EDUCATE ME and not just try to sell me something in their portfolio!

    Reply
    1. Mezcal PhD at |

      Thanks for all these thoughts! I am not sure how you even found this post since I wrote many years ago. Much of my mezcal view is in NYC and several other major cities – mezcal is thriving in the population centers. So it is interesting to hear what is happening in central PA. I love your perspective and know that mezcal needs you! It needs the educators who are on the front lines with consumers. I am sure it takes all your patience when people don’t even know the difference between tequila’s silver, repo, and anejo! Ugh. Slip a mezcal into a margarita now and then and see what happens. That has been a gateway for me as a way to intro people to mezcal. Keep up the good work and let me know how I can help!

      Reply
  2. Adam at |

    Hey,

    great post, always insightful. I believe whisk(e)y has set the way that there can be thousands upon thousands of different varieties, styles, ages, etc. Mezcal is fine where it is.

    Reply
    1. Mezcal PhD at |

      I hear you and agree. I just hope it is not too soon. Most people barely know what mezcal is so I wonder if the category should be better defined before the tree sprouts a million branches. But it is too late now really – so I hope you are right!

      Reply
  3. Sébastien at |

    Mezcal may be more “confusing” than tequila, but is far, far less confusing than wine. And people drink a lot of wine, despite the infinity of grape varieties, terroirs, vinification techniques, aging techniques…
    So no, i don’t see a problem there, only an interesting spirit.

    Reply
    1. Mezcal PhD at |

      Here here. I like the comment. Thanks!

      Reply
  4. Mariana at |

    I agree with the fact that having multiple varieties may cause too much confusion to the mass market and thus limiting its growth..but is that a bad thing?
    Isn’t this a component that makes Mezcal so attractive to its consumers?
    It is a drink that has many intricacies and secrets that not just anyone can uncover. I’ve always seen it as a drink that cares more about quality than quantity which might not always be attractive to investors that want to see its massive growth but I believe true Mezcal lovers would never want it to follow in the steps of Tequila. Not to put down Tequila by any means (it is my liquor of choice), but I would be deeply saddened to see Mezcal being chugged by college students across the country, or having a poor quality Mezcal being sold for $50 a bottle just because of marketing tactics as Tequila (like Patron) often does.
    I am excited to see the future growth of Mezcal globally but I hope it doesn’t mean surrendering its integrity.

    Reply
    1. MezcalPhD at |

      I couldn’t have said it better myself! But keep in mind, that mezcal producers and companies want to make money. And to make money, production and sales have to grow to the point where these brands are interesting to the big spirit companies. Striking the right balance between sustainable growth and artisanal production is the challenge that some of these brands will face. We all hope they figure it out so that mezcal can stay true to its heritage. Thanks for contributing!

      Reply
  5. sc'Que? at |

    If each bottle were required to have a definition of what their style name literally means might help. Literal translation of terms is a great way to help educate a new user about products with which they hope to become familiar. And it helps them make a more educated purchase next time around.

    Reply
    1. MezcalPhD at |

      I think what you are suggesting would indeed be helpful. The only body that could put such a regulation in place would be COMERCAM, which regulates mezcal in Mexico. Don’t count on that happening soon, if ever. A few labels, such as Del Maguey’s Tobala, do include an explanantion as to what tobala is and where it is found. But this is the rare execption (just like tobala itself!). In the meantime, ask knowledgeable bartenders and read things online – like Mezcal PhD! Mezcal is a huge and complex onion, and the more you peel back the layers, the more fascinating you will find it to be. That goes for both drinking it, and learning about the nuances, production, and history. Thanks for commenting.

      Reply
  6. Mario Yrun at |

    Yes, there is confusion in the mass mezcal market, but the masses are confused anyway so not to worry.

    Reply

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